Brand Tone

Sophisticated, Empowering, and Elegant

Brand Values

• •Sustainable Luxury
• •Timeless Versatility
• •Female Empowerment
• •British Craftsmanship
• •Accessible Luxury

Best Practices

• •Lead with the Why: Always connect the product back to the core values. Don't just sell a silk jacket; sell empowering adventure, timeless elegance, and a conscious choice against fast fashion.
• •Use Empowering Verbs: Employ active, inspiring language. Words like empower, celebrate, inspire, discover, and invest align with the brand's mission to boost confidence.
• •Emphasize Versatility & Longevity: In every product description and post, highlight how the piece can be worn in multiple ways and how it is a forever piece designed to stand the test of time. This justifies the investment and reinforces the anti-fast fashion stance.
• •Tell the Handmade in London Story: Consistently mention the local craftsmanship. This detail is a powerful differentiator that speaks to quality, ethics, and British heritage, adding significant value to the brand narrative.
• •Maintain a Refined but Approachable Voice: The tone should feel like advice from a stylish, trusted friendnot an impersonal luxury house. Use we to connect with the audience and share the brand's journey and passion, as the founder does. This builds a community around shared values.

Social Perception

MAIMIE LONDON is perceived as a high-quality, niche luxury brand with a strong ethical compass. Customers praise the brand for the exceptional quality, flattering fit, and versatility of the garments. The brand is featured in publications and by influencers who highlight its commitment to sustainability and timeless design. It is recognized as a leader in slow fashion and has been selected for inclusion in the ethical luxury department store, Lovebrook & Green. The overall perception is that of a thoughtful, elegant, and responsible independent British brand.

Copy Examples

• •The Art of Effortless Dressing. Discover our capsule collection of timeless silk essentials. Responsibly designed and handmade in London to simplify your style and empower your life.
• •One jumpsuit, endless possibilities. From boardroom meetings to evening cocktails, our signature silk jumpsuit is the anchor piece your wardrobe needs. Designed for comfort, tailored for confidence, and handmade in London to last a lifetime. How would you style yours? #MaimieLondon #SilkSartoria #MadeInLondon #CapsuleWardrobe
• •An Invitation to Timeless Style | Your 15% Welcome Offer
• •Tired of Trends? Invest in Timeless. MAIMIE LONDON offers a curated collection of versatile silk womenswear, ethically handmade in London. Experience the perfect blend of comfort, elegance, and sustainability. Build your forever wardrobe today. Shop The Collection
• •Meet your new go-to trousers. The Estella blends the fluid comfort of your favourite loungewear with the sharp elegance of a tailored pant. Crafted from responsibly sourced stretch-silk, its flat-front panel offers a universally flattering silhouette, while the gentle stretch ensures comfort on the move. From morning coffee to evening events, the Estella is the definition of effortless sophistication.